Which of the following people would MOST LIKELY be the best target market for
tickets to the home games of the Indianapolis Colts professional football team?
a. all people with an interest in professional football
b. all people in the Midwest who have an interest in sports
c. all men who played on a varsity football team in high school
d. all people in the Indianapolis and surrounding areas interested in football
e. all people in Indiana who watch football on TV
Answer:
The Phillie Phanatic had his own book signing at Barnes and Noble in Exton, PA, for
the children’s book series The Phillie Phanatic’s Happiest Memories, The Phillie
Phanatic’s Moving Day, The Phillie Phanatic’s Phantastic Journey, and Happy
Birthday Phillie Phanatic. If the baseball team were trying to get people to the game,
why would they host an activity away from the stadium?
a. They are trying to build future attendees but they don”t want younger children
bothering people during the games.
b. They need to generate revenue during the months when the stadium is closed.
c. It generates team spirit, adds to non-ticket revenues, and cultivates fans for the future.
d. Phillie Phanatic is used to reduce hostility towards the team when they have a losing
season.
e. The new stadium was built significantly smaller and cannot hold as many activities
on the premises.
Answer:
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer
lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) __________; (4)
time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies.
a. desktop veterans
b. media movers
c. drifting surfers
d. brand loyalists
e. digital collaborators
Answer:
Three major presentation formats exist: (1) stimulus-response format; (2) __________;
and (3) need-satisfaction format.
a. cold call format
b. formula selling format
c. stimulus-satisfaction format
d. stimulus-selling format
e. persuasive sales format
Answer:
Price fixing is illegal per se under the Sherman Act. What does “per se” mean?
a. “according to”
b. “in lieu of”
c. “in regard to”
d. “in and of itself”
e. “without exception”
Answer:
Most companies become involved in direct exporting when
a. foreign governments believe that they will benefit the most from allowing the entry
of direct exports.
b. emerging markets in foreign countries become economically viable.
c. they believe their volume of sales will be sufficiently large and easy to obtain so that
they do not require intermediaries.
d. the domestic market becomes saturated with competing products and services.
e. evolving technologies in foreign countries come online.
Answer:
A firm becomes a channel captain because it is the channel member with the ability to
influence the behavior of other members. Influence can take four forms, one of which is
a. stakeholder position.
b. familial ties to other channel members.
c. longevity in the industry.
d. identification with a particular channel member.
e. geographic proximity to the manufacturing plant.
Answer:
3M’s Post-it Flag Highlighters marketing program was designed for
a. the initial introduction of two new 3M products.
b. specific promotions to be used for long-range strategies.
c. segmenting the market into twelve specific target market segments.
d. marketing 3M products to foreign markets.
e. positioning the products relative to major competitors.
Answer:
Shopping products refer to items that the consumer
a. purchases frequently, conveniently, and with a minimum of effort.
b. compares several alternatives on several criteria such as price, quality, or style.
c. makes a special effort to search out and buy.
d. does not know about or knows about but does not initially buy.
e. buys as a result of buying others’ consumer products, such as impulse purchases.
Answer:
A good, service, or idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers’ needs and is received in exchange for money or something else of
value is referred to as __________.
a. a widget
b. a product
c. a service
d. an idea
e. merchandise
Answer:
The three types of organizational buy classes are
a. industrial, reseller, and government.
b. consumer goods, industrial goods, and services.
c. users, influencers, and deciders.
d. new buy, make-buy, and modified rebuy.
e. new buy, straight rebuy, and modified rebuy.
Answer:
The Starch test is a(n) __________ to determine the percentage of those who (1)
remember seeing a specific magazine ad (noted), (2) saw or read any part of the ad
identifying the product or brand (seen-associated), (3) read any part of the ad’s copy
(read some), and (4) read at least half of the ad (read most).
a. aided recall test
b. attitude test
c. prompted response test
d. inquiry test
e. concept test
Answer:
Which of the following statements about the dynamics of world trade is most accurate?
a. As the largest international marketer, the United States accounts for 85 percent of
world trade.
b. World trade refers exclusively to the exchange of money for goods or services.
c. An estimated 35 percent of world trade involves countertrade.
d. European intratrade is smaller but more powerful than for any of the other world
regions.
e. The United States, Western Europe, Canada, China, and Japan together account for
more than two-thirds of world trade in manufactured goods and commodities.
Answer:
Trek uses several organizational buying criteria to evaluate potential suppliers. These
include all of the following EXCEPT:
a. price.
b. environmental impact.
c. warranties and claim policies.
d. quality.
e. delivery capabilities.
Answer:
What do a dry cleaning service, an automated carwash, and a taxi service have in
common?
a. They are all tangible services.
b. They are all people-based services.
c. None of them has problems with idle production capacity.
d. They never use off-peak pricing.
e. They are all equipment-based services.
Answer:
The ________ relates the expense of the marketing effort to the marketing results
obtained.
a. marketing ROI
b. market share profitability
c. share point analysis
d. synergy analysis
e. sales response function
Answer:
Which of the following statements regarding direct marketing is most accurate?
a. Direct marketing now allows customers to shop up to 12 hours a day.
b. Although direct marketing usually saves customers time, it does not usually save
customers money.
c. Although direct marketing can save consumers time and money, the process is labor
intensive and not very much fun.
d. Many customers believe direct marketing provides great customer service.
e. Direct customers feel that their privacy is more likely to be compromised with direct
marketing than with other methods.
Answer:
The idea that individuals and organizations are accountable to a larger society is known
as
a. the societal marketing concept.
b. social responsibility.
c. consumerism.
d. sustainable development.
e. capitalism.
Answer:
A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich,
wants to encourage repeat purchases and create long-term customers. Which sales
promotion should it employ?
a. a trading stamp program that allows buyers to earn free food after making ten
purchases
b. a two-for-the-price-of-one deal that is only offered on New Year’s Eve
c. a coupon for a free soft drink with a Gyro purchase
d. a game with food prizes
e. free Extra Juicy Gyro samples at local fairs and concerts
Answer:
Verizon’s ad for its new IN calling and messaging service informs the target market
about what the service is and what it can do. It is an example of a(n) __________ ad.
a. reminder product
b. reminder institutional
c. competitive product
d. informational institutional
e. pioneering product
Answer:
There are a variety of online advertising options. The most popular are:
a. free search, classifieds, interactives, and interstitials.
b. free search, banner ads, spamming, and video.
c. wikis, RSS feeds, interstitials, and cookies.
d. paid search, banner ads, classified ads, and video.
e. pop-ups, paid search, streaming video, and spamming.
Answer:
Figure 1.
According to Figure 1. above, “B” is the definition for which type of advertising
agency?
a. a full-service agency
b. a limited-service agency
c. an in-house agency
d. a multi-media agency
e. a social media agency
Answer:
SFA is an acronym for __________.
a. sales force automation
b. sales factory automation
c. sales flexible automation
d. sales functional automation
e. sales frequency automation
Answer:
A computer company salesperson invites the IT managers of its top ten customers (in
terms of dollar sales) to view a demonstration of the firm’s new product line, so the
salesperson can obtain their opinions regarding various options and configurations that
could be offered. These IT managers are most likely to be the __________ of their
organizations’ buying centers.
a. gatekeepers
b. influencers
c. reciprocity managers
d. buyers
e. users
Answer:
By skillfully using __________, global marketers can tie positive symbolism to their
products, services, and brands to enhance their attractiveness to consumers.
a. cultural symbols
b. visual icons
c. trademarks
d. brand names
e. ethnic emblems
Answer:
Social entrepreneurs are usually structured as __________.
a. business firms
b. subchapter S corporations
c. nonprofit organizations
d. governmental agencies
e. 501 (c) 3 for profit organizations
Answer:
Criteria for forming segments involve both similarities and differences. Which of the
following statements is most accurate?
a. Within a segment, the needs of potential buyers should be different; among segments,
the needs of buyers should be similar.
b. Within a segment, the needs of potential buyers should be similar; among segments,
the needs of buyers should be different.
c. The needs of buyers should be different, both between segments and within
segments.
d. The needs of buyers should be the same, both between segments and within
segments.
e. If there are any differences at all, you should segment your market.
Answer:
Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.
The ad contained a postage-paid reply card that could be used to request more
information. In terms of the communication process, the mailing in of the postcard with
a request for further information is an example of __________.
a. a stimulus
b. a field of experience
c. a response
d. noise
e. a feedback loop
Answer:
The desire for a product class rather than for a specific brand is called __________
demand.
a. selective
b. primary
c. derived
d. generic
e. secondary
Answer:
Figure 1.
Figure 1. above shows the market-product grid for a Wendy’s restaurant next to a large
urban university campus. Marketing synergies and efficiencies run horizontally because
a. the first potential growth opportunity would be the breakfast market.
b. there are multiple markets and actions that can be simultaneously addressed.
c. a single kind of marketing action can reach customers that buy different product
groupings.
d. the product offerings are virtually the same and the marketing action can be as simple
as offering current customers coupons.
e. the columns correspond to sales synergies and efficiencies.
Answer:
All of the following are competition-oriented approaches to selecting an approximate
price level EXCEPT:
a. below-market pricing.
b. customary pricing.
c. above-market pricing.
d. price lining.
e. at-market pricing.
Answer:
The percentage of recipients who have clicked on a link on the Page to visit a specific
site is the
a. fan percentage.
b. click-through rate.
c. specific-website rate.
d. recipient rate.
e. website link rate.
Answer:
At the end of a recent year, Solectron, a big Milpitas, California, electronics contractor,
made half of its purchases under vendor-managed inventory programs. Solectron
a. had its suppliers perform all materials handing activities.
b. authorized its suppliers to eliminate as many wholesaling functions as possible from
the supply chain.
c. used a system in which its suppliers determined the product amount and assortment
that should be in stock.
d. authorized the use of distribution centers to provide quicker customer response times.
e. balanced its total logistics cost by eliminating the convenience service factor.
Answer:
Which of the following is an action the FTC can take to require a company to spend
money on advertising to rectify previous misleading ads?
a. corrective advertising
b. a cease and desist order
c. an advertising injunction
d. a truth in advertising order
e. comparative advertising
Answer: